THE POWER OF A LEADER BRAND

Transcripción

1 THE POWER OF A LEADER BRAND

2 THE POWER OF A LEADER BRAND Fashion and beauty benchmark. Creator of experiences. 3. Expert prescriber.

3 LEADER AUDIENCE 7,2 M QUALITY IMPACTS each month SUSCRIBERS FOLLOWERS SUSCRIBERS SUSCRIBERS REVISTA READERS FOLLOWERS WEBSITE VISITORS FANS Source: EGM 1 st Cumulative Data 2016/ ComScore MP March 2016/ Networks and registers April 2016

4 CONNECTION VOGUE BUILDS BRANDS AND INSPIRES CUSTOMER LOYALTY PRESTIGE THE MAGAZINE A magazine which is a collection-worthy work of art, a luxury possession which inspires and delivers prestige and brand image. WEBSITE A site that guarantees connection between brands and consumers, interaction and in-depth information. MOBILE The greatest access to digital consumption from personal portable devices. SOCIAL NETWORKS A growing community of followers who love the brand and are eager to share their passion. VIDEO Vogue boosts the consumption of audiovisual content in real time by means of unique native formats. EVENTS Vogue projects and events are a social phenomenon in which everybody wants to participate.

5 THE MAGAZINE Vogue is the most widely read high-end monthly women s magazine. It boasts 842,000 readers, a number that reflects its unsurpassed power of attraction VOGUE ELLE COSMO TELVA WOMAN M.CLAIRE INSTYLE HARPERS Source: EGM 1 st Cumulative Data 2016

6 Since 1988 THE MAGAZINE 1. Each issue of Vogue is cherished, collected and calls for leisurely and thoughtful reading, which ensures a strong impact of the content as well as advertising. 2. With the objective of always staying ahead, seeking the greatest excellence on the market.

7 malaika Firth WHAT S NEW DESIGN CHANGES new and elegant fonts, new layouts, new structure. NEW SECTIONS to match the new interests of our readers. NEW CONTENT of fashion and beauty. NOW BEFORE diario vogue un must Vicente gallart dedica su última obraalasmujeres más icónicas del último siglo. 230 BlauEr parka verde militar (734 ). adolfo domínguez gorro (ver precio). marypaz Botines (ver precio). ConsunuEVo libro, ViCEntE gallart se Consolida ComoEl itboy del momento estilo innato P eriodista, profesor, escritor... y también dj. Todo lo que toca Vicente Gallart se convierte oro. Tras el éxito cosechado con su bestseller 100% Naty un manual dedicado al estilo de Naty Abascal y la reciente publicación de adolfo domínguez Bufanda (ver precio). casual friday Nos rendimos ante el tradicional mix de parka y jeans para protegernos del frío. g-star Vaquero pitillo (ver precio). Irresistibles un repaso histórico por las mujeres más fascinantes de todos los tiempos Gallart se une a la modelo y blogger Mayte de la Iglesia para formar un dúo musical que responde al nombre de Fulana&Mengana, un proyecto conjunto donde música y moda se fusionan con aires vanguardistas. gloria ortiz para El Corte inglés. Bolso de piel (ver precio). icónicas lauren hutton, patti smith ninguna falta en el libro. a tus pies muy Cool sandalias de karl lagerfeld para melissa (ver precio). KarlLagerfeldylafirmadezapatos Melissa han creado una colección cápsula inspirada en el diseñador. Sus mitones, corbata, y tradicional bicromatismo inspiran unos diseños llenos de frescura. VOGUE NEWS UNMESDE MODAENNOTICIAS FOTOs: mónica suárez de Tangil, l estrop, d. r. INICIATIVA DEL HIP HOP AL DENIM Guess presenta su nueva línea Guess Originals, una iniciativa que pretende generar sinergias entre la firma y nombres relevantes de la cultura, el arte y el diseño. El primer invitado es el músico A$AP Rocky, que apuesta por diseños de los años 90 con influencias hip hop. Una colección cápsula repleta de denim y el reconocible triángulo de Guess (guess.com). TIPS BEAUTY Mary Kay y la ciudad BIMBA,LOLAYELAMOR BimbayLolacelebraelmesdefebreroconunacolección especialdedicadaasanvalentín.anillos,pendientesypulseras entonospastelsecompletanconcarterasllenasdeunsímbolo universal: los labios de los enamorados (bimbaylola.com). Mary Kay lanza su nuevo perfume, Cityscape, inspirado en las ciudades más sofisticadas del mundo. Las notas de salida incluyen bergamota, pimienta rosa y albaricoque que luego se transforman en un corazón de flores y madera (marykay.es). FOTOS: MÓNICA SUÁREZ DE TANGIL, JORGE MONEDERO, D. R. 230

8 THE WEBSITE 1. The website is the highest quality one in the sector. It is powered by the best content creators and in-house fashion, beauty and lifestyle productions, both in the regular sections and daily news Influential personalities who participate in vogue.es (designers, models, photographers, bloggers) make the website s consumption a fascinating experience. The Vogue reader is permanently connected and accesses the brand from a computer, a tablet or a smartphone throughout the day, depending on the needs. Thanks to the great browsing experience the Vogue website provides (responsive design), 60% of its traffic comes from mobile devices.

9 A VOGUE DAY The consumption of different Vogue platforms throughout the day is complemented by offering many contact points between the brands and the readers. PRINT EDITION WEBSITE ON THE DESKTOP NETWORKS WEBSITE ON SMARTPHONE NETWORKS 6AM 9AM 12PM 3PM 6PM 9PM 12AM

10 READER PROFILE ONLY FOR BRANDS A reader in the best moment of her life 37 years old on average Under 30 years 41% Over 30 years 59% With an active role in the society 50% work currently With city lifestyle 62% live in cities With a budget at her disposal 72% with no children at home With high purchasing power 46% upper and upper-middle class (IA1, IA2, IB) High cultural and educational level 32% with higher education Source: EGM 1 st Cumulative Data 2016

11 A UNIQUE LIFESTYLE Invest in their image 70% use quality cosmetics An influential reader 30% advice their friends and family on what s new Passionate about fashion 69% love buying clothes Image-conscious 89% take daily care of their looks 46% wear jewellery regularly Focused on quality and design for 34% the price doesn t matter Accesories are an integral part of their look 85% love complements Source: TGI 2015

12 THE ROUTE OF DESIRE

13 For buyers of luxury brands and products (in any type of channel), the purchase decision is taken before reaching the point of sale. ONLINE CHANNEL 16% of luxury and premium buyers access online channels 58% of them decide on the product before the moment of purchase PHYSICAL CHANNEL 84% of luxury buyers visit phisical points of sale WHAT MEDIA AND FORMATS INSPIRE THEM TO MAKE THIS DECISION 65% of them decide on the product defore the moment of purchase Source: The Luxury Consumer Journey (Lux Hub, Havas Media, 2015)

14 1. THE ROLE OF MAGAZINES Magazines, in each of their formats, are a medium that inspires the most, both in the content and in brand advertising Magazine Press 66% TV % 17% 30% 14% 8% CONTENT ADVERTISING Source: The Q-Factor (Condé Nast and TCA, 2015)

15 2. THE ROLE OF VOGUE The role of Vogue (the magazine and the website) is pivotal during each phase of the buying process, both for the older readers as well as the new audiences - Millenials. INSPIRATION Millennials vs Generation X 58% 51% Magazines PURCHASE Millennials vs Generation X 70% 68% Magazines DECISION Millennials vs Generation X 58% 51% Magazines 57% 42% Magazines online (laptop / destock/ tablet /smartphone) 66% 53% Magazines online (laptop / destock/ tablet /smartphone) 41% 30% Magazines online (laptop / destock/ tablet /smartphone) Source: NRS JULY 2014-JUNE comscore June 2015 ( Vogue readers)

16 All readers, both Millennials as well as those who come from Generación X pay attention to advertising that appears on each of Vogue platforms. Millennials vs Generation X 94% 93% Print Magazines ADVERTISING THAT CONNECTS WITH ALL VOGUE READERS 82% 82% Magazines websites 75% 76% Social Media in my feed Source: NRS JULY 2014-JUNE 2015 ( Vogue readers)

17 POSITIVE RESPONSE TO ADVERTISING Vogue readers respond more positively to advertising (in the magazine and on the website) than an average reader of a women s magazine. I often buy products I ve seen advertised on the site A I often buy products I ve seen advertised in the magazine I consider a brand the best if it s advertised on a high-end site I consider a brand the best if it s advertised in a high-end magazine Vogue readers 66% 42% 70% 51% 71% 52% 72% 58% Other women s magazines 74% I trust the brands that are advertised on women s websites 50% 71% I trust the brands that are advertised in women s magazines 54% 69% I expect to see the same advertisers in print as in digital 55% 80% I m interested in new fashion and beauty advertising campaigns 67% Source: NRS JULY 2014-JUNE comscore June 2015 ( Vogue readers)

18 VOGUE REINFORCES BRAND VALUES Vogue strengthens the brand values by means of its inspiring and carefully produced editorial and advertising context. Vogue makes brands of interest fashionable and recommends them to the readers. Vogue is a leader in total coverage. 50% of Vogue space are luxury campaigns 33% of the beauty campaigns in Vogue are luxury brands 64% of the fashion campaigns in Vogue are luxury brands Brands that make a difference Source: Ediciones Condé Nast

19 VOGUE EDITORIAL PRODUCTS

20 VOGUE SPECIALISED MAGAZINES A sophisticated product with strong prescriptive power, supported by a brand channel, distributed with Vogue Spain in the corresponding month.

21 XIII EDICIÓN beauty Awards RENOWNED VOGUE EVENTS X I I E D I T I O N

22 CLOSING DATES CALENDAR 2016 January NOVEMBER DECEMBER DECEMBER Sale DATE Closing DATE Closing DATE March Sale DATE February April May June November December JANUARY FEBRUARY JANUARY FEBRUARY MARCH July August September October MAY JUNE JUNE JULY JULY AUGUST MARCH APRIL AUGUST SEPTEMBER SEPTEMBER OCTOBER APRIL MAY OCTOBER NOVEMBER

23 MADRID ADVERTISING MANAGER Dolores Zorrilla Laura Capó Susana Hernández COORDINATION Isabel Navas Ana Luque Pº Castellana Madrid Tel.: Fax: ITALY DELEGATE Elena Marseglia emarseglia@condenast.it Manuela Gualtieri mgualtieri@condenast.it Piazza Castello, Milano Tel.: Advertising Contacts ADVERTISING DIRECTOR VOGUE Elena Ferreras eferreras@condenast.es NORTH DELEGATE Ana López Cámara alopez@condenast.es Barrio Gerra, 1. Los Llanos (San vicente de la Barquera) Cantabria Tel.: EEUU DELEGATE Alessandro Cremona alessandro_cremona@condenast.com Brand Park Ave. Piso 25, Suite 2511 Nueva York, NY BARCELONA GROUP MANAGER Judith Mases jmases@condenast.es ADVERTISING MANAGER Noelia González ngonzalez@condenast.es COORDINATION Mª Carmen Herrero mcherrero@condenast.es Pº de Gracia Barcelona Tel.: Fax: LEVANTE DELEGATE Celia Cervera ccervera@condenast.es Pueblo Atenea 191, Cumbres del Sol Benitachell-Alicante Tel.: y Fax: FRANCE DELEGADA Ana Marqués-Meyer anabel.marques-meyer@condenast-europe.com 4, Place du Palais Boubon París. Tel.: Fax: Ediciones Condé Nast S.A. All rights reserved. No part of this publication may be quoted, reproduced, edited or transmitted in any form or by any means, without the prior written permission of Ediciones Condé Nast S.A.